The world of business writing and copywriting is often one overlooked by freelance writers. Many writers have the necessary talents, but are unaware of the potential.
Every business putting together a sales marketing plan, needs the services of a writer. Writing sales copy or sales letters can be more profitable than writing articles for many freelance writers.
What is a Sales Letter?
A sales letter is a direct mail contact with the customer from the person selling the good or service. It may come in the form of a leaflet, or an actual letter. Nowadays the same sales copy may be used in an E-mail to a client or potential customer.
Writing Sales Letters
Freelance writers who have been involved with business writing will know that every business will provide them with a wealth of material and background information about their products or services. However, dry facts and figures will rarely convince someone to buy, therefore specific marketing writing techniques must be employed.
Research
Effective sales writing begins with becoming fully acquainted with the product or service.
- What is it?
- What are its unique features?
- What makes it better than competitors?
- Who is it aimed at?
When the potential buyers or clients have been identified, it is important to step into their shoes…
- What are their needs, desires or aspirations?
- Why will this product meet those needs desires or aspirations?
- How will it change or enhance their lives?
- Why should they choose this products rather than competitors’ products?
Armed with the answers to these questions, it is possible to begin the copywriting process.
The First Sentence
The first sentence is the most important part of an unsolicited sales letter. It might be the only sentence that the recipients read before throwing the letter away; therefore anyone embarking on the task of sales letter writing needs to perfect that first sentence.
Make it Personal
First of all, the writer must grab the readers’ attention, and engage them. The best way to catch the attention of readers, is to write something that will engage them personally. Putting “Dear Arthur”, doesn’t work. People figured out long ago that a computer program was generating their names. It’s important to catch them in that first sentence with some piece of information which is relevant to their circumstances and offers them a promise of something that they want or need – the more irresistible, the better!
- Offer a free gift
- Promise to solve their problems
- Highlight a unique feature of the product that could change their lives
The writer must think about the people at whom the sales copy is aimed, and make sure that that they are addressed personally. The first sentence should offer something that fits their needs.
Make it Interesting
If the reader has been caught by the first sentence, and decides to read on, it’s important to keep pitching at a high level.
- Arouse interest in the product or service
- Highlight more of its features
- Make comparisons with other products which don’t offer as much
As with all sales writing or marketing writing, it is important to keep the style concise, evocative and compelling.
Make it a Necessity
Having created the interest in the product or service, the next step is to convince readers that they cannot live without it. Make it desirable and safe by highlighting that…
- Other people have it and are happy with it – provide testimonials if possible
- There is no risk involved – provide guarantees about refunds or after sales service
Make it Urgent
Time is of the essence. In signing off a sales letter it’s imperative to get the potential customer to act and to act without delay. Use techniques such as…
- The offer is only available for a short time
- There is an incentive of extra goods or services for replying early
- There are free gifts or bonuses for first customers to reply
Writing a Killer Sales Letter
Writing sales copy is only the start, constructing an effective sales letter means remembering these four steps …
- Make it personal!
- Make it interesting!
- Make it a necessity!
- Make it urgent!
Click here for more information about opportunities for freelance writers.
 |
